Kantar said that 15% of advertsin the UK in 2025 featured diverse female bodies and 15% featured diverse male body types.

In contrast, 2024 saw diverse female body types in adverts reach 28% and 30% for males.

However, the UK figures were still above the global average, which was at 12% for both genders. In the US, 14% of adverts had diverse female bodies, while 11% featured diverse male body types.

The figures were based on analysis of diverse body type coding for approximately 6,500 ads globally and 430 ads in the UK using Kantar’s LINK+ database.

Previous Kantar research, covering a sample of 36,000 people aged over 13 across 28 markets for Kantar’s Global Monitor, showed 65% of respondents valued companies who promote diversity and inclusion in 2025, up from 59% in 2021.

Lynne Deason, head of creative excellence at Kantar, warned that the figures showed that body diversity had fallen off the radar.

“Advertising often reflects societal trends and whether it’s because of conversations about the growing use of weight loss drugs or how AI is changing beauty ideals, the data reveals a major shift in the different bodies we’re seeing on our screens,” Deason said.

“This pull back from diversity should set alarm bells ringing because we know that inclusiveness sells, and in fact it’s getting more important to consumers not less so.”